Poster advertising
The roots of poster advertising can be traced back to antiquity. In ancient Egypt, information was carved into stone tablets using a hammer and chisel – and what worked then is still effective all these centuries later. Today, poster advertising is not only popular but in greater demand than ever. Posters and billboards are visible. You can’t dodge them, click past them or block them with the latest technology.
Their presence in public spaces and their imposing size convey competence and credibility, and they can be targeted to specific locations, which makes them extremely cost-effective. Also, the public generally like them, which is a further plus point for an SME's image.
The most frequently used poster formats for SMEs are the F12 wide format and the F200 city format, as well as the popular small format F4. A display period (also known as posting period) of 7, 14 or 21 days can be chosen. Used in the right way, poster advertising is a powerful marketing tool for SMEs, while its affordable price structure makes it suitable for local, regional and national businesses alike. Posters can even be used for business-to-business (B2B) campaigns thanks to the possibility of high-precision targeting.
As with other forms of advertising, the effectiveness of poster advertising can be planned, with Swiss Poster Research Plus (SPR+) able to supply performance values for every single poster location: spr-plus. This makes it possible for any SME to work out the optimal number of spaces, target area and duration of the campaign. Good posters can attract attention and convey a message, even from a distance. With this in mind, leading poster company APG|SGA has created three design tutorials (available in German, French and Italian) setting out 16 key points for effective posters: APG/SGA Exterior advertising
To summarise, SMEs can use poster advertising to promote their offerings in a particular region in an efficient, cost-effective and high-quality way, and so stand out from the competition.
Digital out-of-home (DOOH) advertising
Digital advertising spaces in portrait or landscape format are the perfect complement to traditional posters. They offer SMEs a platform for relaying moving-image content to the public and capturing attention. After all, people’s eyes are invariably drawn to movement.
DOOH has the same advantages as poster advertising: high-traffic locations, a sophisticated medium, large advertising spaces and a presence in public areas that enhances a company’s image and trust among customers. In addition, digital screens offer a raft of new possibilities that are of great benefit to SMEs.
One of the biggest advantages is the highly flexible duration of campaigns, with digital screens able to be booked for as little as one day. This means, for example, that customers can be targeted on a particular day of the week, enticing them to make specific purchases.
It is also possible to tailor the subjects and messaging, for instance by changing the message depending on the time of day. So an advert for coffee might say “Hey, wake up!” early in the morning and “Treat yourself to a little break” around lunchtime. Content can also be adapted to the day of the week, e.g. using a countdown.
By linking the digital poster inventory to programmatic booking platforms, ads can also be played in response to specific triggers such as weather or temperature. This focuses the advertising on particularly relevant moments.
Furthermore, digital advertising is a great way to build awareness and trust and enhance a company’s image. Achieving such goals requires extensive reach and contacts, which a 14-day campaign, for example, can deliver.
Swiss Poster Research Plus has collected performance values for DOOH locations, making it easier to strategically plan a campaign: spr-plus
DOOH ads generally do not include sound and should be based on the general design rules for posters. They can feature moving or still images. As a rule of thumb, they must be effective at all times. The design should therefore ensure, for example, that the advertiser is visible for the entire duration of the ad: APG/SGA Exterior advertising
To summarise, digital screens offer SMEs new opportunities to present their offerings in an eye-catching, flexible and budget-adapted way, leaving a lasting impression on the target group.
Transport advertising
Switzerland is a public transport nation, with widespread use of buses, trams and train. Transport advertising enables SMEs to cover specific regions. This is particularly useful for local and regional businesses that want to raise their profile in certain areas.
A distinction is made between interior and exterior advertising, i.e. advertising located on the inside and outside of the vehicle respectively.
Interior advertising
The benefits of interior advertising include commuter attention and the all-important repetition effect. On public transport, passengers often have time to engage with their surroundings as they are not focused on driving. There is therefore a high probability that they will notice an advert and absorb the message. Many people use public transport regularly and so come into contact with an advert multiple times. This reinforces the message, with each contact increasing the likelihood of achieving the advertising objective.
Common interior formats in buses and trams include hanging displays with or without dispensers and transparent window decals. Some transport companies also offer digital advertising on TrafficMediaScreens. The display duration for analogue interior formats is generally similar to that of poster advertising, while the booking options for screens often match those of DOOH.
In trains, the advertising formats are called RailPoster and RailPosterMidi. These are modelled on F12 and F200 posters and can therefore be ideally combined with these formats. RailPosters can be booked for specific urban railway areas or nationally on all long-distance services.
Exterior advertising
Exterior advertising on buses, trams and trains is a perfect way to raise a company’s profile. Switzerland’s public transport network has an excellent reputation, and advertisers benefit from this reputable environment and positive image. Exterior advertising spaces are big, highly visible and seen by a large number of people, including pedestrians, motorists and other road users.
SMEs benefit from mobile reach and continuous presence. Ads on public transport vehicles travel through multiple regions and so reach a wide range of people within the given catchment area. And with vehicles out and about every day from early morning till late at night, SMEs get to present their messages continuously.
The best-known formats are rear ads and roof strips, with the other option being the full wrap. More and more regions also have poster-format ad spaces on the sides of vehicles in order to combine the advantages of public transport and poster advertising. This means that both forms of advertising can be used with just one design.
For exterior advertising, a display period of four weeks to a whole year is recommended. It may also be possible to book multiple vehicles, depending on area, objectives and availability.
To summarise, transport advertising offers SMEs high visibility over a larger area at a comparatively affordable price.
